guess
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History
In the early 1980s, fashion jeans had little direction. People felt denim was dated, and jeans were not considered a fashion statement. Combining a love of the American West with European sensibility, the Marciano brothers, creators of GUESS? Inc., would change that perception forever. Raised in Marseilles, France — a region that cultivated a passionate understanding of French design and the essence of style — the Marcianos developed designs that were timeless, sensuous, strong, and chic. The GUESS? approach was fresh and set the standard for the future of denim.
Initially, retailers greeted GUESS? with skepticism. Buyers weren’t interested in denim, but the brother’s infallible instincts and persistence prevailed. Their three-zip stone-washed Marilyn jean was sexy, with a unique style and attitude. Bloomingdale’s finally agreed to sell two dozen pairs of the three-zip Marilyn jean as a favor to the Marciano brothers. The entire stock sold out within hours, and the rest became history with a careful blend of product and image.
GUESS? quickly infiltrated popular culture and emerged as a late-twentieth-century icon. GUESS? created groundbreaking advertising campaigns featuring sultry models previously unknown in the industry and turned them overnight into superstars. Models such as Claudia Schiffer, Carrè Otis, Laetitia Casta, Eva Herzigova, and Naomi Campbell launched their careers in the original GUESS? campaigns. Directed by the keen eye of Paul Marciano and shot by then-unfamiliar photographers such as Wayne Maser, Ellen Von Unwerth, Neil Kirk, and Raphael Mazzucco, the GUESS? brand was brought to life from the deserts of the American West, to the beaches of Rio and in the streets of Paris.
With striking images and fresh new product, the brand began gaining momentum and nationwide recognition. In the 1980s, GUESS? product expanded beyond jeans to include Baby GUESS?, GUESS? Watches, GUESS? Footwear, GUESS? Eyewear, and GUESS? Parfum. The 1990s saw rapid international expansion that brought the GUESS? American tradition to Europe, Asia, South America, Africa, Australia, and the Middle East. The second decade of GUESS? also brought the introduction of GUESS? Collection, GUESS? Handbags, Activewear, Jewelry, Swimwear, Golf, Home, Innerwear, Leather, Athletic, Belts, Neckwear, and Men’s Classics. Some of these businesses have come and gone as GUESS? continually refines its business in reaction to the marketplace. In the mid-1990s, GUESS? became a public company and launched its Web site, www.guess.com. Prior to the new millennium, www.guess.com became an e-commerce site offering men’s and women’s apparel and accessories.
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